The unplanned climate change adaptation benefits of a programme focused on Bangladesh’s freshwater ecosystems is making a case for this kind of initiative to be formally included in the country’s ecosystem-based adaptation (EbA) and climate change responses. The ‘incentive-based hilsa conservation programme’ was not designed with adaptation in mind but has nonetheless shown that, in the context of climate change, EbA is a useful tool for managing freshwater ecosystems and biodiversity for livelihoods. The programme could be improved by increasing participation and ensuring its design does not disadvantage vulnerable people. Use this example to look at some challenges to, and opportunities for, implementing EbA in Bangladesh; suggest next steps for establishing this approach as a powerful response to the linked issues of climate change and poverty.